The Campaign

We believe in the power of TV commercials. So, we want to get others to love and be interested in commercials, too. Our goal is to grow of the number commercial fans. The solution we came out is to change everyone to a commercial director. By making everyone a commercial director, people will interact with commercials “actively” rather than “passively”. People will regain their interest in commercials by making them by themselves instead of just watching. For this purpose we developed the iPhone and iPad app, “ClipCM".

Success of the Campaign

ClipCM has been downloaded by over 75,000 people so far in Japan. Got 9th place in total sales ranking in “App Store”. Thousands of original commercials have been produced by iPhone users.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Japanese students turn 10 years old in 4th grade. One school planed a special event to celebrate this memorable moment. Teachers assigned students to create a 30 second original commercial which expresses their appreciation for their parents and also explains their dreams and aspirations with ClipCM and present it to their friends and family. ClipCM turned these 100 elementary school students into a commercial director. Parents and teachers were quite impressed by their works. The school gym was filled with everyone’s smile.